Surge in Brand Recall
10x
Customer Qualification
Health Drink Orders
Introduction
The Zandu Chyawanprash sampling campaign via Swiggy Instamart aimed to enhance product visibility and trial in a competitive market, strategically integrating samples into relevant shopping categories to encourage consideration and drive market share growth.
The campaign targeted consumers in Delhi, delivering Zandu Chyawanprash samples with orders placed for health drinks, aligning the product with heightened consumer health awareness during seasonal transitions.
"The campaign was a success in generating customer trust and building a loyal customer base"
Sneh Soni
CBO, FreeStand Sampling
Challenges and Opportunities
Amidst a saturated market of health supplements, the main challenge was to differentiate Zandu Chyawanprash and drive its trial over competitors by ensuring high visibility and consumer engagement on a digital platform.
The challenge was to elevate consumer awareness about the benefits of Chyawanprash, particularly its relevance to immunity boosting during seasonal changes. Sampling was chosen to directly demonstrate the product's effectiveness and foster immediate consumer engagement.
Campaign Strategy
The objective was threefold:
To increase consumer trials of Zandu Chyawanprash through strategic sample placements
to expand market share by leveraging digital engagements to outpace competitors.
To enhance consumer engagement & establish Zandu Chyawanprash as a top-of-mind immunity booster during critical health periods.
The Journey
The campaign was meticulously planned to align with consumer shopping behaviours, focusing on competitive targeting by placing samples alongside relevant customer order according to purchase history on Instamart’s platform.
Focused on leveraging consumer ordering behaviours, the campaign strategically paired Chyawanprash samples with relevant health drink orders to maximize impact and relevance.
Implementation
Consumer Qualification: Identified and targeted consumers ordering health drinks through digital platforms.Samples were placed in categories directly competing with similar products to encourage consideration of Zandu Chyawanprash.
Efficient Distribution: Ensured rapid and effective sample distribution to capitalize on consumer interest during peak demand.
Pincode Targeting: Samples were distributed in pincodes with high demand and potential for market growth, based on comprehensive market analysis.
Delivery Confirmation: Implemented proof of delivery to ensure customer satisfaction and track campaign effectiveness.
Feedback and Repeat Campaigns: Collected consumer feedback and promptly launched a second phase of the campaign based on the initial success.
Post campaign analysis
The campaign achieved an impressive distribution rate and led to a significant surge in brand recall, demonstrating the effectiveness of timely and targeted product sampling.
Successful Distribution: Achieved widespread distribution with targeted pincodes showing the highest engagement.
Effective Competitive Positioning: Samples frequently added to carts in competitive categories, indicating successful targeting and consumer interest.
Market Feedback: Feedback was collected to assess consumer satisfaction and understand the potential for repeat purchases and loyalty.
Conclusion
The targeted sampling campaign effectively positioned Zandu Chyawanprash within competitive categories on Swiggy Instamart, significantly enhancing visibility and consumer trials. This strategic approach not only drove immediate engagement but also set the stage for market share expansion, positioning Zandu as a strong contender in the health supplements category.
